The ad shows a Hindu daughter-in-law in a Muslim home.
An advertisement for jewelry brand Tanishq sparked a dispute after right-wing groups claimed it was promoting ‘love jihad’, a popular conspiracy theory put forward by Hindu ideologues that suggests Muslim men deliberately marry Hindu women in order to convert them. to Islam. Ironically, the claim spread by many on Twitter, including members of the BJP, was deflated by their own ruling government’s presentation from February this year saying that “none of the central agencies have reported such a case of ‘Love Jihad’ “and that it was not defined by the current laws of India.
Titled ‘A Confluence’, the ad aired as part of Tanishq’s ‘Ekatvam’ jewelry collection to launch ahead of Diwali. The ad shows a Muslim family busy preparing a Hindu ritual for their pregnant daughter-in-law. When the daughter-in-law points out to the mother-in-law that these rituals were not a tradition in her place, the latter responds that keeping a daughter happy was a tradition in every home.
“She is married into a family that loves her like their own child. Just for her, they go out of their way to celebrate an occasion that they normally don’t do. A beautiful confluence of two different religions, traditions and cultures,” Tanishq said. he said in his description of the video on YouTube.
Check out the announcement below.
https://www.youtube.com/watch?v=hEwfhGAaxf8
However, a section of Twitter users was offended by the announcement and tweeted with the hashtag #BoycottTanishq, which began to be a trend in India. They claimed that the company featured a Hindu daughter-in-law from a Muslim family and asked if they could turn the tables and show a Muslim woman marrying a member of a Hindu family, without causing outrage.
Why are you showing a Hindu “daughter-in-law” to a Muslim family and glorifying her?
Why don’t you feature a Muslim daughter-in-law in your ads with a Hindu family?
It looks like you are promoting #LoveJihad & favoring only one particular Faith …#BoycottTanishq
– khemchand sharma #IStandWithFarmersBill (@SharmaKhemchand) October 12, 2020
Why do I see Hindu daughter-in-law everywhere … Why doesn’t the Muslim daughter-in-law show anywhere? Just asking #BoycottTanishq
– Ranzy Singh (@ranzysingh) October 12, 2020
However, many Twitter users were quick to criticize the community narrative.
Tanishq’s ad, which has all the right frothy about describing love jihad, shows no deception / coercion or forced conversion (or any). It shows a simple interfaith marriage. Which shows once again that they are against any interreligious love, which they call jihad love.
– Asim Ali (@ AsimAli6) October 12, 2020
“We believe not only in universal tolerance, but we accept all religions as true” – Swami Vivekananda#tanishq launches an additional approach #HinduMusulmanes drive, why should we #BoycottTanishq?
The incident of violence for the sake of conversion is disgusting and the accused is treated harshly. pic.twitter.com/2g6OiCIhhx– rubina khatun (@ rubinak79265448) October 12, 2020
Others followed the trend, with some humor.
People are in fashion #BoycottTanishq as if they buy them jewelry daily.
– Sandeep Singh (@ sandeep90s) October 12, 2020
For real? #BoycottTanishq ? pic.twitter.com/vadUnI6Kks
– Tanishq Srivastava (@ts_tanishq_) October 12, 2020
Tanishq is running interfaith union ads and parle-G is deciding not to run ads on “toxic” channels.
Still, it is a very difficult financial year. Why these brands are committing suicide
– Monica (@TrulyMonica) October 12, 2020
Last year, an ad for detergent brand Surf Excel had sparked similar intolerance on social media with many tweeting with the hashtag #BoycottSurfExcel and claiming the ad was against the Hindu religion.
The ad showed a young woman, dressed in white, cycling through a neighborhood that was celebrating Holi and choosing to let her clothes get stained so that her Muslim friend, who is dressed in bright white, could go to the mosque to pray without being splattered. with colors.
Check out the announcement below.
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